Situational Analysis
The green transition represents as significant a societal transformation as the shift to market economy in the 1990s. During such major changes, society as a whole needs to understand why these processes are occurring and agree upon the direction of movement. Climate change is inevitable – whether we believe in it or not. It is prudent to prepare for it and attempt to mitigate its effects. The optimal time to discuss these topics and reflect entrepreneurs' expectations is before elections.
According to entrepreneurs, recent crises have motivated numerous politicians and officials to act in the right direction and make necessary decisions, particularly in the energy sector. However, similar vision, long-term planning, action plans, and leadership are needed across all sectors.
A survey conducted among Green Tiger's approximately 80 members in autumn 2022 also revealed that one obstacle to the green transition is the inadequacy or absence of national objectives and strategies. Swift action requires governmental decisiveness – a clear leader who would guide the green transition as a whole. The Government Office, which ostensibly leads the green transition, currently has a predominantly advisory role but lacks executive leverage. Additionally, the state lacks sufficient knowledge about the connections between companies' core business activities and the green transition.
Entrepreneurs consider societal resistance the most significant impediment to the green transition. Awareness of the green transition is low, and public debate is limited. Estonian media covers the topic modestly, often lacking the skill to argue and present evidence-based information. There are also few green transition advocates – it is challenging to find employees interested in green topics and engage clients.
Objectives
- To enhance the reputation of the green transition in society.
- To counterbalance myths prevalent in the information space and demonstrate that the green transition has support among entrepreneurs.
- To show that many companies regard the green transition as a competitive advantage and an opportunity to shape the economic environment themselves and prepare for changes.
- To offer entrepreneurial support to politicians who advocate for the green transition.
Target Groups
- Politicians from parties participating in parliamentary elections;
- Civil servants;
- Journalists conducting election debates;
- Entrepreneurs who are not Green Tiger members but seek information on how to prepare for the green transition;
- The broader public who are also attempting to understand the necessity of the green transition.
Messaging and Communication Strategy
- A correctly, swiftly, and thoughtfully executed green transition will increase the welfare of Estonia and our people, not the opposite. There is no contradiction between the green transition and economic success.
- The green transition must become a priority for the next government, parliament, all governmental institutions, and political parties. The green transition must be elevated to a nationally significant issue that receives full attention and necessary funding.
- For such a major societal transformation, we need a comprehensive vision, long-term planning, bold and substantive leadership, and genuine problem-solving.
- We experienced a similarly major and all-encompassing change when we transitioned to a free market economy in the early 1990s. The entire nation rallied behind similar national objectives when we joined NATO or entered the European Union.
- Without taking action or by working against solutions, we will soon cease to be competitive. Our export markets require us to reduce our environmental impact. Corporate financing also depends on whether a company is sustainable or not. We cannot afford to slow down the pace.
- Estonian companies take this opportunity seriously and dedicate themselves to it daily. We have invested in this and are prepared to continue investing in the future.
- This topic should not have "us" and "them." There is one Estonian state, whose prosperity, development, and nature we want to defend. And we must do this together as a society. Therefore, it is important that we do not make the green transition a battlefield for political maneuvering.
- A study conducted by the Government Office in summer 2022 confirmed that 57% of Estonian residents already support the implementation of the green transition today.
Action Plan
- On October 31, 2022, approximately 30 communication directors from Green Tiger member organisations convened to discuss improving the image of the green transition. The discussion was highly productive and generated several practical proposals, one of which was a public letter in support of the green transition.
- During November, messaging alignment took place among Green Tiger members, the appeal was drafted and confirmed at the leadership level. We also shared the appeal among cooperation partners. We briefed the Government Office's communication department and green transition coordinator Kristi Klaas.
- On December 1, we published the appeal in Eesti Päevaleht, issued a press release, and published the information on Green Tiger's social media channels.
- On December 1, we sent the appeal with a cover letter to all parties participating in the elections.
- Green Tiger members and other signatory companies shared the appeal through their channels and provided commentary to the media.
Results
- Within a few days, the public appeal was signed by a total of 75 top executives from companies and organisations, including Green Tiger members and invited partners.
- Signatories included, for example, Estonia's major banks - Swedbank, SEB, LHV, Luminor, and COOP Pank, infrastructure companies Port of Tallinn and Tallinn Airport, energy companies Alexela, Utilitas, Eesti Energia, Sunly, etc., as well as Tallinna Vesi, Tallinna Kaubamaja, and many others.
- The appeal received immediate responses from the Reform Party, SDE, Estonia 200, the Greens, the Right-wing Party, and EKRE (most quickly, with Martin Helme's letter arriving within 30 minutes).
- A total of 22 media coverage items appeared (December 1-8, 2022).